Awane Jones
2× Founder · Entrepreneur · Mixed Martial Artist

Awane Jones

I'm a 2× co-founder and product leader with 20+ years building transformative products from concept to market. I've raised millions from venture capital and institutions — and trained two decades in Mixed Martial Arts and Brazilian Jiu-Jitsu under Firas Zahabi at Tristar Gym. That journey shaped my resilience, focus, and composure under pressure. Two ventures. One acquisition. One exit.

Now, I like to help founders and companies reach their goals.

2 Ventures Built 1 Acquisition 1 Exit 22 Countries $4M+ Raised
Get my free PMF guide → See the work
Built with & for the world's best
Universal Ubisoft HTC ByteDance PICO Bell Deloitte Warner Toyota Twitter
Keynote stages: SXSW · C2 Montreal · IAAPA · Infopresse · G20 Summit

The Work

Two ventures. One acquisition. One exit.

Built from the ground up — conceived, funded, scaled, and successfully exited. 

Awane Jones at Zú
Awane Jones · Zú, Montréal
Venture 01 · Acquired
Phenomena VR eSport Arena

Co-Founded · Acquired by HeroZone VR

Co-Founder & CEO · 2017—

A free-roam, multiplayer VR Saas platform built for arena operators and location-based entertainment venues. Deployed across 22 countries in North America, Europe and Asia — including VERSUS, the #1 laser-tag VR game ever, with millions of plays. Ultimately acquired by HeroZone VR: the validation of years of building.

  • Up to 8 simultaneous free-roam players per arena
  • Deployed across LBE venues in 22 countries, 4 continents
  • Secured venture capital funding — $4M+ raised
  • Acquired by HeroZone VR
Venture 02 · Exit
5th Wall Agency

Co-Founded · Successful Exit

Co-Founder · 2015—

Built around augmented and virtual reality, 5th Wall grew into a full-solution digital agency delivering AR, VR, and 360° content for major brands globally — the bridge between Merchlar's tech roots and Phenomena's platform ambitions.

  • Created The Mummy VR experience with Universal Pictures
  • Created the Masquerade Ball VR experience
  • Delivered all AR projects with Twitter
  • Clients: Bell, Universal, Ubisoft, Deloitte, Twitter
Original IP

Masquerade Ball VR Experience

On stage

5th Wall Agency

The best ideas live at the intersection of what's technically possible and what the world isn't ready for yet. Finding Product-Market fit in that environment requires relentless iteration.
Awane Jones · Infopresse

The Journey

Career in full.

Now
Post-Acquisition General Manager
HeroZone VR
Growing the platform and operator network globally following the acquisition of Phenomena. Expanding venue partnerships, launching Terminator VR, and defining the next era of free-roam location-based entertainment.
2026
Successful Exit
Acquisition by HeroZone VR
Phenomena VR eSport Arena was acquired by HeroZone VR — the milestone that validated years of building a product the market didn't know it needed. One startup. One exit.
Phenomena VR eSport Arena
2017—
Co-Founder & CEO
Phenomena VR eSport Arena
Co-founded and scaled Phenomena into an internationally deployed free-roam VR platform. Led product vision, HTC Vive hardware partnerships, go-to-market strategy, and secured its funding — Raised $4M+ and then acquired.
2016—
General Manager
ZONE3 Inc.
80m in revenue production company creating TV, and film — sitcoms, dramas, documentaries, and variety shows for broadcasters in Canada and abroad. I developed their immersive experience division. 
2015—
Co-Founder
5th Wall Agency
Co-founded a full-solution AR/VR digital agency. Built immersive experiences for Bell, Universal, Twitter, Ubisoft, Deloitte, and Desjardins.
2011—
Founder & CEO
Merchlar
Founded Canada's first augmented reality company. Built AR for Universal Pictures, Alliance Films, Twitter, the Montreal Canadiens, and NBC's The Voice. Named Best New Technology Company (Quebec Entrepreneurs). Represented Canada at the G20 Summit. Keynote speaker at SXSW, C2, and Capital Innovation. Top 20 Under 30 in Canada.
2009—
Founder & CEO
Monumental Technologies
Where it all started. Built the world's first augmented reality mobile platform for artists to create their own apps at zero cost — a mobile music community that evolved into Merchlar.

Advisory & Consulting

Where founders hire me to help.

Two companies built from the ground up, scaled across 22 countries, and successfully exited. I now help other founders and companies do the same—ranging from finding product-market fit, to building AI-powered CRMs that accelerate sales to creating content systems that consistently attract the right customers.

01

Product Development

Turning a raw idea into something people actually want. I've taken products from the first sketch to millions of plays. From working with Universal Pictures to creating the #1 VR laser-tag game in the world.

02

Finding Product-Market Fit

The make-or-break skill. I help you test cheaply, read the real signal, and reach fit before you burn your runway. This is the danger zone. Read my guide on it here →

03

Go-to-Market & Sales

Finding where your customers gather and closing them. Implementing AI system that automate sales. Creating the right content to pull your customers in. 

04

Scaling Internationally

Taking what works into new markets isn't always simple. People want the same things but how they want it differs regionally. I deployed across North America, Europe, Asia, and Latin America.

05

Fundraising & Grants

Raising the right money at the right time is an art. $4M+ from venture capital, plus non-dilutive grants — sometimes it's better to grow slow organically then take money with strings attached. Know the difference. 

06

Profitable, Sellable Businesses

Recurring revenue, healthy unit economics, and a company someone wants to buy. I built Phenomena into a SaaS platform which then was acquired by HeroZone VR the global leader.

Recognition

Best New Technology Company

Quebec Entrepreneurs · Top 20 Under 30 in Canada

On the world stage

Represented Canada at the G20 Summit

Keynotes at SXSW, C2, and Capital Innovation

Industry leadership

22 Awards in product, design Entrepreneur of the year

From 2010-2026

Work with me →

Beyond Business · Mixed Martial Arts

The same mindset. Every day.

Long before pitching investors, I was learning to fight. I train mixed martial arts under Firas Zahabi at Tristar Gym in Montreal — the same coach who trained Georges St-Pierre and some of the world's elite fighters.

It's not a hobby. It's a philosophy. Stepping into a gym every day, getting humbled, studying technique, and grinding toward mastery directly shaped how I build companies. You learn to lose without quitting. You learn to stay calm under pressure. You learn that preparation is the only thing you control.

"The gym taught me what no business school could — how to absorb pressure and keep moving forward."

The Playbook · Free Guide

The exact method I used to find product-market fit.

Not theory — the real playbook behind a VR platform I scaled to 22 countries, raised $4M+ for, and sold. Written so you can apply it to your own company today.

  • How to know when you actually have fit — and when you don't
  • The cheap experiment that de-risks your idea before you build
  • How to find your ideal customer and the right way to sell them
  • When to raise, and the proof that unlocks a VC yes
Read the guide free → Download the PDF
Free · ~15-min read · No sign-up

Let's talk

Get in touch.

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